This technology was created specifically for the BMW M Print in order to create more than 100,000 one-of-a-kind pieces of mail. By turning the M6 into its own printing press, we were able to give enthusiasts and prospects a truly unique piece of mail that they would hold on to and cherish.

The technology itself simply allowed the driver to trigger the ink onto the wheels just as he perfectly drove over the unrolled sheets of paper.

A video, The Making of an M Print, showed recipients on a personalized url how their M Print was created. They were able to see the car being modified before driving over the actual blank sheets of paper. The video was also placed on YouTube. Many viewers who did not receive an M Print requested one from BMW.

The M Press may influence how others approach direct mail—sometimes a creative idea simply requires a new invention to bring it to life.

We sent out 113,500 M Prints and had just under 5000 visits to the personalized URL. The behind-the-scenes video on YouTube has reached over 475K views without any media spending. Many viewers requested an M Print of their own (in other words, people really wanted this piece of direct mail). More than 2,200 people we contacted have bought a BMW between the mailing in September and December.